SEO copywriting is one of the most important skills any content creator can learn.
When you create SEO copy, you are writing for two different audiences: users and Google.
This guide will teach you how to build content that appeals to both of these groups simultaneously.
Follow these guidelines, and you will see a noticeable increase in your website’s traffic and ranking!
- What Is SEO Copywriting?
- How Can Copywriting Help With SEO?
- SEO Copywriting Best Practices
- Leverage Bucket Brigades
- Use the Inverted Pyramid
- Structure Your Content
- Match Search Intent
- APP: Agree, Promise and Preview
- Use the ASMR Formula
- Cover the Topic In-Depth
- Include Synonyms and LSI Keywords
- Answer Questions People Ask
- Avoid Long Sentences And Misspellings
- Use Rich Media
- Optimize Your Meta Tags
- Gather Original Data
- Include CTAs
- Establish EAT
What Is SEO Copywriting?
When you write SEO copy, you need to keep two different audiences in mind: users and Google.
Producing content for users is all about creating value. Your goal should be to build interesting, informative, and useful content for your readers.
Creating content for Google, on the other hand, is all about optimizing your site for search engine algorithms. But this does not mean writing content ONLY for Google, because you may end up looking like a robot:
Instead, it means using the right keywords in the right places, making sure your content is easy to read and actually helpful for readers.
The good news is that you don’t have to choose between writing for users or writing for Google. With a little effort, you can do both!
How Can Copywriting Help With SEO?
Copywriting can help with SEO in several ways:
- Influence Your Website’s Rankings
- Helps You Improve Your Organic CTR
- Makes Your Website More User-Friendly
- Lets You Create Fresh, Unique Content
1. Influence Your Website’s Rankings
First, copywriting can influence your website’s ranking by helping you choose the right keywords.
When you’re planning what to write about, think about the terms and phrases your users are likely to search for. These are the keywords you want to target in your copy.
Including these keywords throughout your content will signal to Google that your site is relevant and informative, and you will see a bump in your rankings as a result.
2. Helps You Improve Your Organic CTR
Second, copywriting can help improve your website’s organic CTR (click-through rate).
Your click-through rate is the percentage of people who see your website in search results and then click on it. A higher click-through rate means more traffic for your site.
One of the best ways to improve your click-through rate is to write compelling headlines and meta descriptions.
Your headline is the first thing people will see in search results, so make sure it’s interesting and accurate. Your meta description is the short blurb of text that appears beneath your headline.
Both of these elements should be SEO-friendly and give users a good idea of what they can expect from your website.
3. Makes Your Website More User-Friendly
Third, copywriting can make your website more user-friendly. If your website contains pages difficult to navigate or hard to understand, users will quickly click away.
On the other hand, a well-written website will keep users engaged and encourage them to explore further.
Google also takes user experience into account when ranking websites. So, by making your site more user-friendly, you’ll also be helping your SEO.
4. Lets You Create Fresh, Unique Content
Fourth, copywriting can help you create fresh, unique content.
One of the best ways to improve your SEO is to regularly publish new, high-quality content. This could be in the form of blog posts, articles, infographics, or even videos.
Creating new content allows you to target new keywords and reach a wider audience. It also shows Google that your site is active and relevant, which will help your SEO in the long run.
SEO copywriting is a valuable skill to have in today’s digital world. By understanding how to write for both users and search engines, you can create content that everyone will love.
SEO Copywriting Best Practices
Now that you know the basics of SEO copywriting, let’s take a look at some best practices to keep in mind.
1. Leverage Bucket Brigades
Bucket brigades are a copywriting technique that helps keep users engaged with your content.
They work by using a short, attention-grabbing sentence at the beginning of a paragraph to hook the reader, followed by more detailed information.
This strategy keeps people reading because they want to find out more about what you’ve promised them.
Here are a few examples of a bucket brigade:
- So, here’s the deal:
- You might be wondering:
- And how does that work?
- It gets better/worse:
- Simply put:
- But here’s the kicker:
- Want to know the best part?
- We’re not through yet:
- Here’s the step-by-step process:
2. Use The Inverted Pyramid
The inverted pyramid is a copywriting technique that starts with the most important information and then moves on to less important details.
This is the opposite of traditional writing, which typically starts with an introduction and then gets more detailed as the piece goes on.
The inverted pyramid is effective because it helps keep people engaged with your content. By starting with the most important information, you can ensure that people will stick around until the end.
Here’s a visual representation of how the inverted pyramid works:
3. Structure Your Content
When it comes to SEO copywriting, structure is just as important as the actual words you use.
Your content should be easy to read and understand, with a clear beginning, middle, and end. Breaking it up into smaller paragraphs and using headlines can also help make it more user-friendly.
Additionally, pay attention to the format.
For example, if you’re writing a blog post, make sure to use proper headings and subheadings (H tags). This will not only make your post easier to read but will also help search engines understand what your post is about.
You might be wondering, how a well-structured content looks like.
- Break Each Topic into Subtopics
- Utilize HTML Headings
- Define Concepts
Break Each Topic into Subtopics
The first step is to break each topic into subtopics. This will help you organize your thoughts and make sure that you cover all the bases.
For example, if you’re writing a blog post about SEO copywriting, some of the subtopics you might want to include are:
- What is SEO copywriting?
- The benefits of SEO copywriting
- SEO copywriting tips
Utilize HTML Headings
HTML headings are a great way to organize your content and make it easy to read.
There are six different heading tags (H tags), which you can use to structure it:
- Minor subheading
If you’re using any technical terms or jargon in your content, be sure to define them for your reader.
You don’t want to lose people because they don’t understand what you’re talking about.
Once you’ve covered all the subtopics, it’s time to summarize everything that you’ve talked about.
This is a great way to help people remember the main points of your content and leave them with a positive impression.
4. Match Search Intent
When someone enters a query into a search engine, they have what’s called “search intent.”
This is the purpose behind their search, and it can be one of four things:
- To learn something (informational)
- To do something (transactional)
- To go somewhere (navigational)
- To buy something (commercial)
As an SEO copywriter, it’s important that you match the search intent of your audience. If you don’t, you risk driving people away from your content because it’s not what they’re looking for.
For example, let’s say someone is looking for a “pizza recipe.” This is an informational query, so they’re likely looking for a blog post or article that will teach them how to make pizza at home.
If you’re writing an SEO-friendly blog post about pizza, you would want to include a recipe as well as tips on how to make the perfect pizza. However, if you’re writing an SEO-friendly blog post about Italian cuisine, you would want to take a semantic approach and focus on topics like the history of pizza or the different types of pizzas that are popular in Italy.
By understanding search intent, you can ensure that your content is relevant and useful to your audience, which will help keep them engaged.
Here are some other examples of common queries and their corresponding search intent:
- “How to change a tire” – Informational – (to learn how to do something)
- “Pizza near me” – Navigational – (to go somewhere)
- “Buy new tires” – Commercial – (to buy something)
By understanding the search intent behind a query, you can ensure that your content is relevant and useful to your audience.
5. APP: Agree, Promise and Preview
The APP method is a copywriting technique that can be used to grab attention, build interest and create desire.
It works like this:
- Agree with the reader – First, you need to agree with the reader on something that they’re thinking or feeling. This helps to establish rapport and builds trust.
- Promise the reader something – Next, you need to promise the reader that you can help them with their problem or meet their need.
- Preview the content – Finally, you need to give the reader a preview of what they can expect. This helps to generate interest and creates a desire to read more.
For example, let’s say you’re writing a blog post about SEO copywriting.
You might use the APP method like this:
- Agree: “Copywriting can be a daunting task, especially if you’re not sure how to optimize your content for both users and search engines.”
- Promise: “But don’t worry, I’m here to help. In this blog post, I’ll share my top SEO copywriting tips that will help you write content that both people and search engines will love.”
- Preview: “Some of the tips I’ll be covering include utilizing HTML headings, defining concepts, and matching search intent.”
By using the APP method, you can grab attention, build interest and create desire, which will encourage people to read your content.
6. Use the ASMR Formula
The ASMR formula is a copywriting technique that can be used to write persuasive headlines and blog titles.
It works like this:
- A – Adjective
- S – Superlative
- M – Modifier
- R – Reason
For example, let’s say you’re writing a blog post about “SEO metrics“.
You might use the ASMR formula like this:
The Most Comprehensive Guide to SEO Metrics
- A – Adjective – Most
- S – Superlative – Comprehensive
- M – Modifier – Guide
- R – Reason- SEO Metrics
By using the ASMR formula, you can write headlines and blog titles that are persuasive and will make people want to read your content.
This SEO copywriting technique is especially useful if you’re writing for a blog or website that gets a lot of traffic from organic searches.
7. Cover the Topic In-Depth
When it comes to SEO copywriting, one of the most important things you can do is write content that covers the topic in-depth.
This means researching and including a variety of subtopics and related terms. Not only will this help you rank for more keywords, but it will also make your content more comprehensive and helpful for your readers.
For example, let’s say you’re writing a blog post about blogger outreach techniques.
In order to cover the topic in-depth, you might want to include subtopics like these:
- What is blogger outreach?
- Why is it important?
- How can you do it effectively?
- What are some common mistakes to avoid?
By covering the topic in-depth, you can write SEO-friendly content that will help you rank higher in search engines and provide value for your readers.
8. Include Synonyms and LSI Keywords
When it comes to SEO copywriting, it’s important to use a variety of keywords throughout your content. This includes synonyms and LSI keywords.
LSI keywords are related terms that Search engines use to determine the meaning of a piece of content.
For example, if you’re writing an SEO-friendly blog post about “link building tips”, some LSI keywords you might want to include are “link building strategies”, “link building tactics”, and “how to build links”.
By including LSI keywords, you can help search engines better understand your content and improve your SEO.
Including synonyms is also a great way to improve your SEO. This is because it helps you avoid keyword stuffing and makes your content more readable for users.
For example, if you’re writing about “SERP features” you might want to include synonyms like “search engine results pages” and “SERP listings”.
By including synonyms and LSI keywords, you can write SEO-friendly content that will help you rank higher in search engines.
9. Answer Questions People Ask
Another great SEO copywriting tip is to answer questions people ask. This can be done by including a “Questions” section in your blog post or by creating a separate FAQ page on your website.
Not only will this help you rank for long-tail keywords, but it will also make your content more helpful and informative for your readers.
For example, let’s say you’re writing a blog post about “orphan pages“.
Some questions you might want to answer are:
- What is an orphan page?
- Why are orphan pages bad for SEO?
- How can you find and fix orphan pages on your website?
By answering questions people ask, you can write SEO-friendly content that will help you rank higher in search engines and get a chance for your content to be included in featured snippets, voice search results or SERP features like “People Also Ask”.
10. Avoid Long Sentences And Misspellings
When it comes to SEO copywriting, it’s important to avoid long sentences and misspellings. This is because long sentences can be hard to read and understand, and misspellings can make your content look unprofessional.
Instead, try to keep your sentences short and sweet, and proofread your content carefully before publishing it. By doing this, you can write SEO-friendly content that will be easy for people to read and understand.
To review your content, you can use tools like Grammarly or Hemingway Editor. These tools will help you find and fix errors in your content so you can publish SEO-friendly content that is error-free.
11. Use Rich Media
Adding rich media is a great way to make your content more SEO-friendly. This includes things like images, infographics, videos, and audio files.
By including rich media in your content, you can make it more engaging and visually appealing.
It will also help you improve your rankings by increasing the time on site of your website and reducing your bounce rate. This is because visitors love websites that include images and videos, which help improve the user experience.
So if you want to write content that ranks high in search engines, be sure to include useful and SEO-friendly media throughout your post.
12. Optimize Your Meta Tags
Meta tags are a crucial part of SEO copywriting. They include your title tag and meta description.
Your title tag is the most important meta tag because it’s what people see when they do a search on Google.
It should be SEO-friendly, which means it should include your target keyword and be under 60 characters.
Your meta description is the second most important meta tag because it’s what appears underneath your title in the search results.
Like your title, your meta description should be SEO-friendly and under 160 characters.
Although not technically a meta tag, your alt text is another important thing to take care of.
Your alt text should be SEO-friendly, which means it should include your target keyword and be under 125 characters.
13. Gather Original Data
One SEO copywriting tip that is often overlooked is gathering original data. This means conducting your own survey or study and publishing the results in your blog post.
Not only will this make your content more informative, but it will also help you rank higher in search engines.
This is because both Google and users prefer websites that include statistics with the origin of the data.
To do this, you can use tools like Google Forms or Survey Monkey to create your survey and submit them to your audience.
Once you have your results, be sure to include them in your blog post and cite your sources.
14. Include CTAs
CTAs, or call-to-actions, are a great way to make your content more SEO-friendly. CTAs encourage people to take action, such as signing up for your email list or downloading your e-book.
By including CTAs in your content, you can increase your conversion rate and get more people to take action.
For example, you can include a CTA at the end of your blog post that encourages people to sign up for your email list. Or you can include a CTA in your sidebar that encourages people to download your e-book.
15. Establish EAT
EAT stands for Expertise, Authoritativeness, and Trustworthiness. This is a term that was coined by Google to describe the factors they take into account when ranking websites.
To write SEO-friendly content that ranks high in search engines, you need to establish EAT. You can do this by writing informative and well-researched content.
You can also offer interviews, participate in forums and online communities, and answer questions about topics where you feel expertise.
In addition, you can also improve your EAT by including testimonials, reviews, and case studies. This will help show Google that your content is authoritative and trustworthy.
Finally, it will also help get quality mentions and links to your website. This will show Google that other websites trust your content.
Learning SEO copywriting will help you write optimized and user-friendly content that ranks better in search engines.
By following the tips in this post, you can build content that both Google and your audience will love!
Now, it’s over to you.
How do you make sure your content is SEO-friendly?
Let me know in the comments below!
Vishwajeet Kumar says
SEO plays an important role in ranking a website in search engines and driving targeted traffic. Writing SEO-friendly content is very important and hence SEO copywriting plays an important role. You have shared very helpful points for Good SEO-optimized Content.
Erik Emanuelli says
That’s right, Vishwajeet.
It may take time to master SEO copywriting, but when you start seeing results, it’s sweet! 🙂
Thanks for reading and commenting.
Anthony Gaenzle says
Great post. One of the things you mention that I see often is site owners neglecting the structure of their content. It’s so important, and it’s too often overlooked
Erik Emanuelli says
And here’s more about the site structure topic: